This book is for anyone who ever had an idea for making the world a slightly better place - but no one would listen. Or if they did listen, they said it wouldn't work. Or it was too risky, or not their area - or they just made so many objections that you got fed up and dropped the whole thing. The Myth of the Mousetrap will change all that. This important, enjoyable and stimulating book explains why it's so difficult to get a new idea adopted, and how to get your ideas taken seriously and put into action.
The environmental, social and economic changes facing us today mean that new ideas are more urgently required than ever - and yet they are too often met with total resistance. The Myth of the Mousetrap explains why - and, more importantly, what you can do about it. Carrying on from where Malcolm Gladwell's The Tipping Point left off, it also explains how to prepare your ideas and your outlook to give you the best chance of success, and then reveals the secrets of overcoming the four critical stages of resistance from others.
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